David Beckham pokes fun at himself in new Stella Artois campaign

Footballing legend David Beckham has partnered with Belgian beer Stella Artois on a new global marketing campaign designed to “humble” the superstar.

A tongue-in-cheek marketing campaign designed to promote beer brand Stella Artois is fronted by David Beckham.

The satirical campaign, called ‘A taste worth more’, shows Beckham walking into a bar and ordering a pint of Stella Artois. Within seconds, several women approach the bar, but to Beckham’s dismay they have not come for him, but to collect their own pints of Stella awaiting them on the bar top and would like him to move out of the way so they can collect their drinks. The women show no interest in the footballer and walk away to sip their beers.

Conceptualised by creative agency GUT Miami, the year-long campaign is designed to convey “a humbling experience for one of the world’s most recognisable men.”

“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favourite for years,” said Beckham.

According to the Stella Artois’ marketing team, Beckham “embodies modern, premium values”, which is why the sportsman was chosen for the campaign.

“The codes of premium have changed,” said Tim Ovadia, global vice president of marketing for Stella Artois, AB InBev. “Being ‘premium’ is no longer just about the price tag, brands now have to prove their worth to consumers at an emotional level.”

The campaign also appears to subvert the tired notion that beer drinkers are all male. It follows on from Diageo chief exec Debra Crew announcing earlier this year that Guinness was finally “shaking off its ‘rugby lad’ image”, with the stout brand experiencing a 24% rise in the number of women drinking Guinness in Great Britain.